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Digital Marketing Concept
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Digital Marketing
Prior to Digital Marketing
Print (Newspapers, Magazines including flyer drops)
TV
Radio
Door to Door
Telemarketing
History
The term Digital Marketing was first used in the 1990s
In the 2000s and the 2010s, digital marketing became more sophisticated as an effective way to create a relationship with the consumer that has depth and relevance
In 2012 and 2013 statistics showed digital marketing remained a growing field
What is Digital Marketing
Promotion of products/services or brands through electronic media
Differs from Traditional Marketing
Leads to the development of Organization or Brands
Example
Types of Digital Marketing
Pull Marketing Information obtained
through navigation of websites
Search Engine Optimization technique used
Examples : Websites, Blogs etc
Push Marketing Message sending
technique used
No permission of the recipient
Examples: E mail, Text messaging
Why Digital Marketing is Important
Information at any time and any place
The days of limited information has become obsolete
Ever-growing source of entertainment, news, shopping and social interaction
Exposure to brands from various sources
Helps in building trust among customers by providing them tailor made products
Digital Marketing
Advantages: Advertisement on the
internet is cheap It helps in spreading the
business worldwide 24X7 (365 days) open
store Better reach of the
product Creates credibility, trust and confidence Updating of Subscribers
Disadvantages: Easier to have outdated
information on internet Many web visitors expect
something for free Competition in the market There are many pros and
cons of internet marketing
Challenges Faced by Digital Marketers
Intense Competition
Lack of Expertise and Training
Exploding data volumes
Creating Lasting Impact
Future Prospects
Websites will be critical
Connectivity will be independent of devices
Technology will drive marketing online
Technology will drive creative
App based behavior will drive mobile ads
Future Prospects(Contd.)
Branded apps will be a norm
M- commerce will take over e-commerce
Digital will go beyond desktop and handheld
Brands will pull strategy are the darkest horses of this race over push strategy
Threats
Time
When is it a Fad or when it is Worth?
Resistance from change by SME’s
Lack of resources to focus
Knowing how to harness the social media
Finding people within traditional organisation
Implementation of
Digital Marketing
Companies in India
Digital Marketing Statistics
The total online advertising market in India, comprising search, display, mobile, social media, email and video advertising was valued at INR 1,750 Crores in FY 2011-12 and has grown to INR 2,260 Crores in year FY2012-13.
Digital Marketing Statistics
Digital Marketing Statistics
About 85% of search is spend is in terms of SEM which is about 728 Crores, as compared to 128 Crores for SEO.
Mobile web advertising through banners and in-app advertising constitute about 80% of the mobile advertising market.
All mobile advertising spends add up to of 230 Crores in FY 2012-2013
Attitude of Internet users over Online Advertising
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